1. Sample ABM communications plan
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Strategic positioning for the big win
Relationship development
Advocacy
Growth opportunities
Integration with wider marketing activities
Account proposition development
Joint thought leadership campaign launch: ‘big rock’ content and campaign
Account workshop offer
Execute workshop and create outputs
Commence bid support activity
‘Ambient’ awareness and advertising
Value/Insight report creation and promotion
Potential to re-use format with future accounts
Vendor innovation day
Customised presentation, leveraging ‘big rock’ campaign
Virtual innovation update
Sharing content from innovation day
Launch joint initiative TBC: e.g. joint charity initiative or graduate scheme exchange
Advocacy programme offer: customised offer for inclusion in co-creation initiative and advertising activity
Global Forum presentation
Target case study presentation and roundtable participation
Gartner summit
Joint presentation as part of sponsorship package
Case study published
Part of wider customer success programme
Key exec profiling
New Geo X
Internal reference webinar campaign
CFO audience campaign
Re-use (customised) corp Q2 planned campaign
Account data and insight gathering
New proposition A
ROI calc campaign
Connect with Social Selling programme: Strategic positioning linked to individual trust & credibility
VIP treatment in C-suite programme: Manage inclusion in exec-to-exec outreach, advisory board activity and C-suite events
Digital marketing integration: Pilot case for web personalisation and intent monitoring programme. Leverage (with approval) new starter identification and trigger comms flow
Audience-based demand generation: Customise audience campaigns where relevant to support ‘growth opportunities’ areas
100% of effort is for this specific account
Done for this account with potential to re-use elsewhere
Customise wider existing marketing activities
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